what plastics?.

What was the challenge?

What Plastics? needed a bold and distinctive brand identity that would break through the noise of the sustainability market. The challenge was to create a personality-packed brand that embraced transparency, creativity, and a rebellious spirit, while educating and engaging audiences about the transformative power of recycled plastics.

They wanted a brand that didn’t just inform but inspired, shifting perceptions around plastic and making sustainability exciting, authentic, and accessible. The challenge also involved creating a visual and verbal identity that could support their ambitious mission across multiple platforms.

Colorful outdoor protest posters about plastic pollution, featuring illustrations of children, recycling symbols, and slogans such as "Wanted Dead or Alive", "Make Plastic Great Again", "Beware! Plastics on the loose", "Who Dunnit?", and "Have you seen these criminals?"
A closed laptop decorated with various colorful stickers, including a yellow sticker saying 'WHAT? PLASTICS', a white sticker with 'WTF*', a red circle with a question mark, a blue circle with a face wearing a graduation hat, and a pink circle with a cartoon book character.

What did we do about it?

We crafted a dynamic brand identity for What Plastics? that encapsulates their mission to rescue, reimagine, and revolutionise plastic. A key part of this transformation was the creation of bespoke hand-drawn What? characters—quirky, engaging illustrations that complement the brand’s playful personality and tie into the products made from recycled materials. These characters not only add a sense of fun and uniqueness but also help communicate the brand's story in an engaging and relatable way.

To bring the brand to life, we also developed a compelling brand 'sizzler' video to introduce their story with impact, showcasing their commitment to turning plastic waste into statement-making surface sheets. Alongside this, we produced comprehensive brand guidelines to ensure consistency across all touch points, covering everything from tone of voice to visual identity, empowering What Plastics? to confidently take their message to market.

Branding

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Visual Identity

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Tone of Voice

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Branding • Visual Identity • Tone of Voice •

Outdoor advertisement stand with a cartoon character of a drink with a bandana, on a green background. Text on the sign reads 'WTF* WHERE'S THIS FROM?' with 'WHAT? PLASTICS' written above.
Laptop on a wooden surface displaying a website with animated characters and text about plastics.
A poster with a yellow background and black text listing various percentages of materials, including water bottles, forks, balloons, bags, and buckets, with cartoon illustrations of a stick figure and a bucket with sunglasses. The poster is titled "WHAT PLASTICS?" and is hung with clips against a dark background.
Person standing outdoors holding a blue reusable tote bag with a cartoon face on it.

like what you see?

We never stop looking for ways to improve and create more disruptive work, because it’s what makes us thrive as a team.

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